3D films struggle Flat expectations

　　預期值過高

　　3D films, cinema s great hope, have become nicheproducts

　　電影公司最大的希望3D電影讓人失望了

　　Voldemort looks no prettier in 3D

　　3D版伏地魔并沒有更好看

　　TEN years after it took off, Hollywood s biggest film franchise has finally alighted from itsbroomstick.

　　十年前首映的好萊塢最大電影系列《哈利波特》，今日終于走向尾聲。

　　Between July 15th and July 17th Americans shelled out $169m to see Harry Potter and theDeathly Hallows Part 2a record for any film, in nominal terms.

　　7月15至7月17日，《哈利波特與死亡圣器 第二部分》從美國人的口袋中掏走了1.69億美元這是任何影院都無法企及的記錄。

　　But barely a third of the audience opted to watch the boy wizard battle his snake-faced foe inthree dimensions.

　　但只有僅僅三分之一的觀眾選擇3D版。

　　Two years ago it seemed as though a new, improved 3D projection system could rescue afilm business battered by falling DVD sales.

　　兩年前3D模式看似可以挽救一個被DVD打得傷痕累累的電影行業。

　　Fully 71% of the box-office spending on Avatar on its opening weekend, in December 2009,went on the 3D version.

　　2009年12月，《阿凡達》上映一周就有整整71%的票房來自3D影院。

　　The 3D showings of Shrek Forever After accounted for 61% of American box-office spending.

　　《怪物史瑞克》的美國票房有61%來自3D影院。

　　Cinemas generally charge at least $3 more for a 3D showingfar more than the glasses cost.

　　一般來說，電影公司會向3D影院的觀眾多收取至少3美元那副眼鏡遠遠值不了這個價。

　　This lucrative business is now looking flat.

　　這個獲利豐厚的行業現在看起來似乎不大樂觀。

　　Despite rapid growth in digitalprojectors and 3D-capable screens, the proportion of total box-office spending that goes on3D has dropped this summer.

　　且不說數碼投影儀以及3D功能屏幕的發展迅速，今夏3D電影的總票房比例也下降了。

　　Four of the past five 3D blockbustersPirates of the Caribbean, Kung Fu Panda 2, GreenLantern and Harry Pottermade more money from 2D screens on their opening weekendthan from 3D ones.

　　剛剛熱映的五部3D巨片《加勒比海盜》、《功夫熊貓》、《綠燈俠》以及《哈利波特》上映第一個星期賺的票房更多來自2D影院，而非3D影院。

　　That was true of only one widely released 3D film last summer, and none the year before.

　　去年夏天熱映的唯一一部3D電影的時候，情形也是這樣，前年就不會這么冷淡。

　　Richard Gelfond, the boss of IMAX, reckons customers have become picky.

　　IMAX的老總Richard Gelfond認為消費者變得越來越精明了。

　　People used to see something just because it was in 3D, he says.

　　過去人們因為3D而選擇3D。他說道。

　　Now they ask how much pleasure the glasses will add.

　　現在人們會質疑這副眼鏡能帶來多大的愉悅感。

　　The explosive Transformers 3 did well in 3D; perhaps the 2D version was not sufficientlyheadache-inducing.

　　巨作《變形金剛3》3D版很賣座，也許是2D版的畫面不夠震撼。

　　The key to three-dimensional profits, then, is to put out hugely popular films withextraordinary special effects.

　　這樣說來，要讓3D版盈利的關鍵，就是在那些備受歡迎的影片里加入更多特效。

　　詞語解釋

　　1.niche n.壁龕;適當的位置

　　This is a stupa niche from the Sui Dynasty.

　　你看這是隋代的塔龕。

　　2.franchise n.特許經銷權;選舉權

　　That fast food business have expanded through thesale of franchise.

　　該快餐店通過出售特許經銷權而擴大了生意。

　　3.nominal a.名義上的;象征性的

　　He is only the nominal head of the country.

　　他只是那個國家名義上的元首。

　　4.dimension n. 尺寸; 次元; 容積

　　When a dimension s origin is in doubt use the datums specified.

　　當不能確定尺寸原點時，使用規定的基準。

　　5.rescue v.營救;援救

　　He dived from the bridge to rescue the drowning child.

　　他從橋上跳入水中去搶救那溺水兒童。

　　3D films struggle Flat expectations

　　預期值過高

　　3D films, cinema s great hope, have become nicheproducts

　　電影公司最大的希望3D電影讓人失望了

　　Voldemort looks no prettier in 3D

　　3D版伏地魔并沒有更好看

　　TEN years after it took off, Hollywood s biggest film franchise has finally alighted from itsbroomstick.

　　十年前首映的好萊塢最大電影系列《哈利波特》，今日終于走向尾聲。

　　Between July 15th and July 17th Americans shelled out $169m to see Harry Potter and theDeathly Hallows Part 2a record for any film, in nominal terms.

　　7月15至7月17日，《哈利波特與死亡圣器 第二部分》從美國人的口袋中掏走了1.69億美元這是任何影院都無法企及的記錄。

　　But barely a third of the audience opted to watch the boy wizard battle his snake-faced foe inthree dimensions.

　　但只有僅僅三分之一的觀眾選擇3D版。

　　Two years ago it seemed as though a new, improved 3D projection system could rescue afilm business battered by falling DVD sales.

　　兩年前3D模式看似可以挽救一個被DVD打得傷痕累累的電影行業。

　　Fully 71% of the box-office spending on Avatar on its opening weekend, in December 2009,went on the 3D version.

　　2009年12月，《阿凡達》上映一周就有整整71%的票房來自3D影院。

　　The 3D showings of Shrek Forever After accounted for 61% of American box-office spending.

　　《怪物史瑞克》的美國票房有61%來自3D影院。

　　Cinemas generally charge at least $3 more for a 3D showingfar more than the glasses cost.

　　一般來說，電影公司會向3D影院的觀眾多收取至少3美元那副眼鏡遠遠值不了這個價。

　　This lucrative business is now looking flat.

　　這個獲利豐厚的行業現在看起來似乎不大樂觀。

　　Despite rapid growth in digitalprojectors and 3D-capable screens, the proportion of total box-office spending that goes on3D has dropped this summer.

　　且不說數碼投影儀以及3D功能屏幕的發展迅速，今夏3D電影的總票房比例也下降了。

　　Four of the past five 3D blockbustersPirates of the Caribbean, Kung Fu Panda 2, GreenLantern and Harry Pottermade more money from 2D screens on their opening weekendthan from 3D ones.

　　剛剛熱映的五部3D巨片《加勒比海盜》、《功夫熊貓》、《綠燈俠》以及《哈利波特》上映第一個星期賺的票房更多來自2D影院，而非3D影院。

　　That was true of only one widely released 3D film last summer, and none the year before.

　　去年夏天熱映的唯一一部3D電影的時候，情形也是這樣，前年就不會這么冷淡。

　　Richard Gelfond, the boss of IMAX, reckons customers have become picky.

　　IMAX的老總Richard Gelfond認為消費者變得越來越精明了。

　　People used to see something just because it was in 3D, he says.

　　過去人們因為3D而選擇3D。他說道。

　　Now they ask how much pleasure the glasses will add.

　　現在人們會質疑這副眼鏡能帶來多大的愉悅感。

　　The explosive Transformers 3 did well in 3D; perhaps the 2D version was not sufficientlyheadache-inducing.

　　巨作《變形金剛3》3D版很賣座，也許是2D版的畫面不夠震撼。

　　The key to three-dimensional profits, then, is to put out hugely popular films withextraordinary special effects.

　　這樣說來，要讓3D版盈利的關鍵，就是在那些備受歡迎的影片里加入更多特效。

　　詞語解釋

　　1.niche n.壁龕;適當的位置

　　This is a stupa niche from the Sui Dynasty.

　　你看這是隋代的塔龕。

　　2.franchise n.特許經銷權;選舉權

　　That fast food business have expanded through thesale of franchise.

　　該快餐店通過出售特許經銷權而擴大了生意。

　　3.nominal a.名義上的;象征性的

　　He is only the nominal head of the country.

　　他只是那個國家名義上的元首。

　　4.dimension n. 尺寸; 次元; 容積

　　When a dimension s origin is in doubt use the datums specified.

　　當不能確定尺寸原點時，使用規定的基準。

　　5.rescue v.營救;援救

　　He dived from the bridge to rescue the drowning child.

　　他從橋上跳入水中去搶救那溺水兒童。